
Government
Spire has a substantial track record in working with public sector agencies in both developed and emerging countries, to facilitate government strategies for export promotion, foreign direct investment attraction and overseas aid disbursement.
Our work in the public sector space has addressed subjects ranging from country economic outlook and tax regulations to inward investment attraction, tourism development and export promotion programs in very specific products and services.
Issues & Opportunities
Processed Foods – Market Environment Research and Strategy Consulting for a Japanese Prefecture Government Promoting Exports into Singapore

The government of a Japanese prefecture sought to increase processed food exports to Singapore and Southeast Asia.
The objective of the study was to formulate strategies for promoting the prefecture’s food exports to Singapore and, by extension, Southeast Asia. Spire was tasked to identify the top three processed food categories where their efforts should be focused.
The objectives of the study were to
Analyze the current supply chain

Benchmark against industry role models

Recommend a plan for improving efficiency

Spire conducted interviews with leading importers, distributors and organized retailers to elicit analysis of industry, market and distribution conditions. A consumer survey were also carried out to understand attitudes and perception. To supplement this, secondary research and expert interviews (industry associations and journalists) were also conducted.
These processes enabled Spire to define the top three categories with greatest export potential. We also compared the local market situation against the categories where our client possessed competitive export advantages; such as sugar confectionaries, noodles and health foods (e.g. organic tofu, seaweed products) sold through retail channels.
The client uploaded portions of the Spire report onto their website and initiated a program of government-supported promotions in Singapore to execute on the recommendations.
Project deliverables included a series of reports that provided market intelligence and recommendations on strategy, resources and a timeline to promote exports in the three categories.
Foreign Direct Investment – Inward Investment Strategy Formulation and Lead Generation in Asia

An agency of the UK government sought to attract companies in Australia, China, Malaysia, Singapore and other Asian countries to invest in its locality as a European market development hub.
The objective of the engagement was to develop a comprehensive business plan to attract all kinds of Foreign Direct Investment (FDI) into the client’s locality, including sales offices, distribution operations, customer support, manufacturing and R&D activities.
The objectives of the study were to
Analyze the current supply chain

Benchmark against industry role models

Recommend a plan for improving efficiency

Spire undertook network development efforts, attended trade events, cultivated lead multipliers (government, Venture Capitalists, journalists, etc.) and undertook secondary research to identify potential investor firms. These prospecting efforts relied on both vertical (targeting leaders in sectors of most interest to our client) and horizontal (targeting leading national firms in terms of sales and exports) approaches to lead generation.
Spire engaged interested firms at the senior management level to understand their European strategy, communicate KSPs about the client’s locality and, in the case of qualified leads, arrange meetings with our client’s technical staff for detailed FDI negotiations.
Spire’s activities resulted in new investment and safeguarding projects being attracted into the client’s locality in Europe. We also enabled our client to establish relationships with new mid-term prospects and raised the profile of their locality amongst the business community in Asia.
Project deliverables included the submission of a minimum number of qualified leads per month per country, relationship management with investor leads, regular reports and meetings for strategy formulation as well as advice on the content of sales collaterals and marketing activities in the Asia-Pacific region.
Food Exports – Food Export Promotion Strategy in Southeast Asia

The government of a Japanese prefecture sought to aggressively increase its processed food exports to Singapore and Southeast Asia.
The objectives of the study were to:
- Formulate strategies for promoting the prefecture’s food exports to Singapore and, by extension, Southeast Asia
- Identify key food categories where their efforts should be focused
The objectives of the study were to
Analyze the current supply chain

Benchmark against industry role models

Recommend a plan for improving efficiency

Spire applied a two-staged process for this engagement. Firstly, secondary research and expert interviews with industry associations and journalists were held. These would determine the top three categories with the greatest export potential, by comparing the local market situation against the categories where our client possessed competitive export advantages – these were sugar confectionaries, noodles and health-foods.
In the second stage, our consultants executed in-depth, face-to-face interviews with leading importers, distributors and organized retailers to elicit an analysis of market and distribution conditions. Spire also implemented a consumer survey to analyze attitudes and perceptions towards imported (and in particular Japanese) products in these categories.
Our client used Spire’s recommendations to adopt and implement a fresh strategy for the promotion of its food exports to Southeast Asia, particularly in relation to segment and channel prioritization as well as advertising and promotion priorities. Our client had uploaded portions of Spire’s report onto their website.
Project deliverables included a report that:
- Provided market intelligence
- Recommended a strategy, resources required and timeline to promote exports of sugar confectionaries, noodles and health foods
Education – Market Environment Research on the Australian Education Market in Singapore

A government-related organization involved in the promotion of Australian education in Singapore was seeking customer usage insights to help Australian educational institutes position themselves better.
The objectives of the study were to:
- Understand the perception of Australian education in the higher education and vocational education training sector
- Gauge the market share that Australian education possess in Singapore and assess competitors’ strengths and weaknesses in terms of customers’ perceptions and promotional activities
- Understand the factors that impact the decision making process of choosing international and transnational education
- Provide strategic recommendations to position and promote Australian education (both international and transnational) in the higher education and vocational education training sector
The objectives of the study were to
Analyze the current supply chain

Benchmark against industry role models

Recommend a plan for improving efficiency

Spire held focus group discussions and conducted phone and online surveys with students in Singapore. Interviews with Singapore-based foreign government embassies or agencies in-charge of education, education agencies, private institutions providing overseas qualification were also held.
Our analysis served as important inputs to help our client decide on the market position strategies.
Project deliverables included a report addressing:
- Ecosystem of the Australian education market
- Market share of Australian education in both higher education and vocation education sectors
- Factors crucial to the decision making process of choosing location and nationality of education
- Information channels that students, decision makes and influencers used
- Analysis of customers’ perceived competitors’ strengths and weaknesses
Business Opportunities in Strategic Sectors – Sector Trend Analysis in Emerging Asian Countries for Business Opportunity Realization

An European government agency facilitating the internationalization of its economy sought to promote the relevance of emerging Asian countries to local companies by providing information on future trends and opportunities in the region; be it from an export, investment or sourcing perspective.
The objective of the study was to:
- Provide a future perspective on sectors with the greatest business potential within Asia, while taking into consideration the strengths of the sectors in the client’s locality
- Identify opportunities and formulate strategic recommendations for the internationalisation of domestic firms in Asia
The objectives of the study were to
Analyze the current supply chain

Benchmark against industry role models

Recommend a plan for improving efficiency

Spire conducted intensive secondary research to consolidate intelligence on a broad spectrum of sectors across all the countries concerned. Hypotheses concerning current and future market potential were developed.
In-depth interviews with investment promotion agencies (IPAs), government bodies, sector-specific experts and key industry players in each country were then conducted to validate and develop these hypotheses. Spire ultimately integrated country-specific findings and analysis to provide strategic recommendations on a regional level.
Spire’s findings were used to inform the business development strategy of our client as well as educate companies from its region on business opportunities in Asia. Spire presented its findings to a large audience as well in the client’s locality in Europe. Its reports were also been translated and circulated to relevant European firms.
Project deliverables included a series of reports that:
- Analyzed trends in specific sectors ranging from biotechnology and automotive to textiles and electronics
- Defined the relevance of these sectors to firms in the client’s European locality
Benchmarking Private Sector Best Practices – Regional Management Best Practices of MNCs in Asia-Pacific

A public sector agency in Asia sought to gain insights on how multi-national companies (MNCs) in the region structured their regional management functions. The research would be provided to its domestic companies to help them operate more efficiently and effectively in the Asia-Pacific.
The objectives of the study were to understand the regional organization structure, management and control practices prevalent among leading international firms operating in the region, as well as to glean insights on these companies’ business strategies and the companies’ views on Asia’s potential.
The objectives of the study were to
Analyze the current supply chain

Benchmark against industry role models

Recommend a plan for improving efficiency

Spire undertook a two-staged process for this engagement. In the first stage, suitable companies were identified for benchmarking. In the second stage, the operations and strategies of these companies were researched using publicly available data sources.
Spire’s report was used to assist companies from our client’s home country in implementing organizational improvement and Asian expansion plans.
Project deliverables included a report outlining:
- The types of organization structure prevalent among leading MNCs in Asia
- Their broad human resource practices and business strategies
- Their outlook on Asia’s business climate
Outboard motor – Market entry study in Thailand, Indonesia, Philippines and Vietnam

A Japan-based Global Fortune 500 manufacturer sought to launch a new outboard motor engine product to replace crude multi-purpose engines adapted for use in unorganized fishing and passenger transport boats.
The objectives of the study was to develop market sizing, forecast, end-user purchasing evaluation, channel structure and competitor analysis (including products and pricing) for outboard motors.
The objectives of the study were to

Analyze the current supply chain


Benchmark against industry role models


Recommend a plan for improving efficiency

Spire conducted expert interviews with trade associations and government bodies, in-depth interviews with distributors/importers, intermediate, final-tier channels and manufacturers of outboard motors, as well as end-user interviews with fishing and passenger transport boat owners in sea and river port towns.
Our client used Spire’s report to develop a business plan and allocate investment for a new product launch.
Project deliverables included:
- Market size (historic and forecast) and population for outboard motors in the four said countries
- Market breakdown by product category, customer segment and geographic region in each country
- Competitor analysis:
- Strategy, targeted segment and key selling points for each major competitor
- Customer decision dynamics:
- Profile, usage of engine, income and demographic characteristics, brand perception, purchase decision factors, price sensitivity
- Macro-environmental assessment including import duties, environmental standards, quality and safety certification required, etc.
- Recommendations for segment/geographic prioritization, product specs, pricing, marketing activities and distribution/go-to-market model
Automotive parts logistics – Market entry study for ASEAN distribution centre

A leading global motorcycle manufacturer in Japan sought to grow its aftermarket parts business in ASEAN by establishing a distribution centre within the region.
The objectives of the study were to:
- Assess the feasibility of developing the ASEAN market for specific aftermarket parts, accessories and lubricant oil
- Recommend the most suitable location for their ASEAN region distribution centre
The objectives of the study were to

Analyze the current supply chain


Benchmark against industry role models


Recommend a plan for improving efficiency

Spire conducted an analysis on legal, regulatory and macro-environmental conditions as well as market situation and suppliers of non-original parts and lubricant oil. Supported by the findings from secondary data, the location choices were narrowed down to three.
Interviews with trade associations, relevant government bodies, logistics industry experts and establishments in the non-original parts value chain were carried out in Thailand, Singapore and Indonesia. Our consultants also held internal discussions with our client’s local offices and engaged three logistics service providers to secure proposals for the distribution centres. With the findings, Spire was able to arrive at the final recommendation to our client.
Our client finally decided to locate its distribution centre in Singapore. The centre is currently operational and has been successful in generating cost reductions.
Project deliverables included a report supporting market entry for parts, lube oil and accessories in ASEAN as well as Spire’s recommendation on the most effective logistics service provider.
Car audio – Customer satisfaction study for standard car audio in Malaysia and Indonesia

A leading Japanese car audio manufacturer operating in Thailand sought to understand the satisfaction level of Malaysian and Indonesian car owners with their standard car audio products as well as consumer plans on car audio purchasing.
The objectives of the study were to understand customer satisfaction levels on standard car audio and obtain inputs from motorists regarding the ideal specifications of car audio.
The objectives of the study were to
Analyze the current supply chain

Benchmark against industry role models

Recommend a plan for improving efficiency

Spire conducted face-to-face interviews with car owners in several big cities in Indonesia and Malaysia.
Our client used Spire’s report for performance measurement purposes and as inputs in designing and developing new products to better meet customers’ needs and wants.
Project deliverables included:
- An analysis of customers’ satisfaction level, needs and wants,
- Entertainment Media (CD, DVD, MP3, etc.) usage behavior
- Consumers’ awareness of possible car audio add-on features (e.g. Bluetooth, navigation system, etc.)
Automotive price tracking – Passenger car tire price tracking study in Singapore and Korea

A leading global manufacturer and distributor of rubber products saw a decline in sales of its passenger car tires in Singapore and Korea. An internal discussion led to the conclusion that pricing was the root of the problem – competitors were simply more aggressive in their pricing strategies.
To increase its market share, the client sought to benchmark the prices of its competitors’ products that were targeted at various customer segments in Singapore and Korea.
The objectives of the study were to understand how the competitors positioned their products in the relevant markets and devise a counter-strategy.
The objectives of the study were to

Analyze the current supply chain


Benchmark against industry role models


Recommend a plan for improving efficiency

Spire was tasked with the screening and recommending of suitable models and local retailers of passenger car tires for price research. Once the final candidates were selected by our client, our consultants executed mystery shopping and retail observations to identify the prices, specifications and promotions of both our client’s and competitors’ products in the local markets. Simultaneously, secondary research was undertaken to identify general market trends.
Spire delivered the key findings and recommendations to our client in a face-to-face presentation.
Our results served as important inputs to support our client’s country offices in their tactical pricing adjustments.
Project deliverables included:
- Information on the pricing and specification of the tire stock-keeping units (SKUs)
- Reports that address the recent market situation and other information related to the tire models tracked, such as customers’ perception and market share.
Automotive – Mystery shopping study to evaluate service quality of sales force

An American multinational automaker in Vietnam, which owned one of the largest investment capital projects in the country, viewed customer service quality as a key performance metric. The client considered its dealers’ sale force as a key success factor in affecting this metric, and had been training Sale Consultants (SCs) at its dealers for years. As such, the client wanted to study the customer service quality and sales service quality of the dealers.
The objectives of the study were to:
- Maintain customer service quality at high standards
- Gain an understanding of customers’ assessment of the service quality and offer recommendations for improvement
The objectives of the study were to

Analyze the current supply chain


Benchmark against industry role models


Recommend a plan for improving efficiency

Spire recruited shoppers who were actually shopping for cars or had past experience of car purchase, and ensured that shoppers:
- Understood the shopping checklist
- Possessed and displayed good product knowledge in line with market norms
- Taped every conversation
A mystery shopping study was conducted to assess the customer service quality and sales service quality of the dealers. A detailed report was submitted to the client weekly, where the client could identify areas for improvement for its dealers.
The client used Spire’s report to improve the quality of customer service in dealers and to spur growth of sales. Assessment and feedback from shoppers had helped to identify the SCs’ strengths and weaknesses, and pointed to relevant training for them to improve.
Spire’s report addressed shoppers’ assessment of the customer service quality at the dealers after each sales visit. Our report also set out practical, inexpensive and feasible recommendations for improvement.
Automotive parts logistics – Automotive supply chain management improvement consulting in Indonesia

A leading global motorcycle manufacturer in Japan intended to give a face-lift to its Indonesian arm’s supply chain management, so as to lower costs and increase customer satisfaction as well as scalability.
The objectives of the study were to:
- Analyze the current supply chain
- Benchmark against industry role models
- Recommend a plan for improving efficiency
The objectives of the study were to

Analyze the current supply chain


Benchmark against industry role models


Recommend a plan for improving efficiency

Spire conducted interviews with logistics service providers and our client’s own local offices to extract information on industry trends and best practices in auto parts supply chain management (SCM).
Our client used Spire’s report to develop a joint plan for SCM improvement. The plan had been successful in meeting demand and containing costs in the explosively growing motorcycle market in Indonesia.
Project deliverables included a report that:
- Mapped the supply chain for bikes and parts
- Benchmarked global auto industry SCM leaders to identify gaps in our client’s performance
- Included Spire’s recommendation of a three-year plan to introduce new practices, technology and processes to improve our client’s SCM